MxMIndia

Author: mxmadmin

  • Says TSSC 'Indian Telecom Market 2022-23' report whichc outlines growth and acceleration for skilling of NXTGEN technologies workforce

    Demand of over 1.5 lakh in roles in 5G, Cloud Computing, AI & Big Data Analytics etc in 2022-23

    By Our Staff

     

    The Telecom Sector Skill Council (TSSC) has launched a report ‘Overview: Indian Telecom Market 2022-23’, charting out the areas of traction where the telecom industry would witness growth in the coming financial year. The report highlights that in the past year, there was a combined demand of over 1.5 lakh in roles in 5G, Cloud Computing, AI & Big Data Analytics, IoT, Mobile App-Development and Robotic Process Automation – the demand supply gap is almost 28%.  The talent demand supply gap will continue to widen with the advent of 5G and allied technologies rollout.

     

    Said K Rajaraman, Secretary, DoT: “India with a vast gamut of telecom and network related services has an immense opportunity for skilling and growth. A levelled progression in the skilling requirement will ensure progression and a deeper look at the technological changes along with skilling will ensure upgradation, make the workforce more relevant for future. This would require a tremendous amount of follow ups within the IT systems with high reliability which will enable affordable upskilling/reskilling. We hope to address policy issues like low penetration of Broadband, RoW issues and the industry needs to proliferate at CAGR of 30-40% in order to create phenomenal jobs. TSSC should put in place set of occupational categories such as rural broadband technician which can support the development of BharatNet withing the country especially rural areas,” adding: “Opportunities in 5G with the enormous use cases it will permit in industrial settings and customer experience such as in AR/VR, IoT, etc and with its nature of capabilities will require new range of skills required to manage use case development. Hon’ble PM also been talking about opportunities in space technology with new space startups and entities will ensure new range of jobs.”

     

    Added Rajesh Aggarwal, Secretary, MSDE,: “In next decades, technological changes will be there but the human nature will remain the same. Telecom is embedded in every sector such as entertainment, construction, agriculture, etc, right from production to the distribution. It is important to train the workforce to use these new technologies in a much more effective fashion. When we talk about jobs in telecom sector, we should not talk about only the jobs here but how they need some kind of upskilling.”

     

    Said Akhil Gupta Vice Chairman, Bharti Group: “The opening note was presented by TSSC President Mr. Akhil Gupta (Vice Chairman, Bharti Group) to introduce the dais and various key speakers. “We have achieved great success over the years in skilling the youth of India. We now plan to accelerate skilling initiatives to international regions and map the international workforce demand. We will achieve the Hon’ble Prime Ministers’ vision to make India the skill capital of the world.”

     

  • On Global Accessibility Awareness Day, Shruti Pushkarna asks wonders if we understand enough to care about accessibility

    Disability Inclusion: Should the media practise and propagate accessibility?

     

     

     

    By Shruti Pushkarna

     

    Shruti PushkarnaMay 19, 2022 marks the eleventh edition of Global Accessibility Awareness Day (GAAD). Founders, Joe Devon and Jennison Asuncion teamed up in 2012 to initiate the famous GAAD movement following a blogpost (by Joe) and a thread on Twitter (spotted by Jennison).

     

     

     

    The objective is to raise awareness and know-how on how to make the digital environment (products and services) accessible for one billion people across the world, who live with some form of disability.

     

    Through various events, talks and hackathons, everyone gets talking, thinking and learning about digital inclusion and access. India has been an active participant in the movement. But other than the usual suspects, including disability advocates, potential beneficiaries of accessible ecosystems, accessibility testers and consultants, most of us don’t really care about this annual observance.

     

    In fact, unless one is aligned to the disability sector in some way, the term GAAD is probably alien.

     

    Before we (society and media) can propagate the removal of barriers in access, it is imperative to understand the problem and its magnitude.

     

    Imagine not having access to online services like banking, food delivery, social media, maps, search engines. Feels strange, right?

     

    In the digitally connected world, we cannot fathom making physical trips to the bank, telecom provider, grocer, fruits and vegetable vendor, chemist et cetera for essentials.

     

    It’s almost paralysing to think of a life without our handy gadgets: smartphone and computers.

     

    Persons with disabilities live with physical, mental or sensory limitations. But technology can enable them to lead less crippled lives.

     

    Here are just a few scenarios citing how digital inclusion can alter the rules of engagement.

    1. Booking flight tickets online

    A person with hearing or speech impairment, vision impairment or locomotor disability can access travel booking apps or websites using computers and assistive technology (or devices). However, an inaccessible audio or image Captcha can prevent them from independently closing the transaction.

     

    2. Internet banking

    A disabled person confined to his or her home because of the barriers in the physical environment, can avoid the hassles of visiting a bank for financial transactions. Most of us are empowered by the ease of digital payments today. Persons with disabilities can also use payment gateways, online banking and mobile wallets to seamlessly transfer money. Again, the platforms need to be compatible with assistive tools and technology.

     

    3. Ordering food, medicines, other essentials

    Persons with disabilities don’t have to depend on another for everything. There are a lot of daily activities and needs that can be met independently. Like ordering groceries, medicines, vegetables, fruits or scrumptious food, using popular websites and apps that deliver stuff to the doorstep.

     

    4. Reading

    Whether it’s catching news updates or reading fictional accounts, e-publications and audio books make reading easily accessible for a larger population, including print disabled. Needless to say, this impacts inclusion in educational institutions as well as the workplace.

     

    5. Social engagements

    Access to social media platforms like Twitter, Facebook, WhatsApp and Instagram helps expand a disabled person’s social circle. They can interact with a wider and diverse group in a virtual setting, without being constrained by their disability.

     

    So why should we care about ensuring access to this section of the population?

    The numbers are huge.

    We are talking about 15 per cent of the world’s population that faces challenges in accessing websites, mobile applications, or other digital products, if developers and designers don’t adhere to accessibility guidelines. And these include people who are educated, employed and even taxpayers.

     

    Disabled folk are caught in a vicious cycle of marginalisation.

    Excluded from opportunities of education, employment and entertainment, persons with disabilities continue living on the margins. Access to digital services, especially in a world driven by technology, can help them attain personal and economic independence.

     

    Equal access implies increased participation that helps in refuting stereotypes.

    Picture an inclusive classroom where students with and without disabilities can access books and lessons through computers, smartphones or assistive devices. Quality education can reduce the burden on reservations and benefits, with more and more disabled folk pursuing jobs based on merit and aspirations. Gradually belying the stereotype of lifelong dependency.

     

    Seeing the disabled as active citizens.

    The ability to attend school, work a job, participate in an online forum, make financial investments, argue and opine on social media, transforms the disabled from an invisible majority to active citizenry. A natural progression towards ‘person first’ narrative follows, where disability becomes inconsequential.

     

    Untapped human resource can impact the economy.

    The International Labour Organisation suggests that including persons with disabilities into the workforce can positively impact the GDP by 3 to 5 per cent.

    Accessibility not only paves way for an inclusive society but also makes perfect business sense to make products and services available to a wider pool.

     

  • The question is long and self-explanatory. So let's hear it from Dr Bhaskar Das for the May 19 edition of Das ka Dum. Read on…

    Das ka Dum by Dr Bhaskar Das | Many global brands are employing TikTok for their campaigns to go viral. Like Sprite recently. Given the TikTok ban, is India Inc missing on an opportunity. Yes, there are homegrown short format players now, but not in the same league?

    Bhaskar DasThe question is long and self-explanatory. So let’s hear it from Dr Bhaskar Das for the May 19 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q.Many global brands are employing TikTok for their campaigns to go viral. Like Sprite recently. Given the TikTok ban, is India Inc missing on an opportunity. Yes, there are homegrown short format players now, but not in the same league?

     

    A. The ban on TikTok must have compelled Indian brands to recalibrate their influencer marketing strategies. Having said that I would like to add that leveraging Tik Tok’ s richness would surely be a part of brands’ overall influencer marketing spend. Platforms like Instagram and YouTube are in no way less effective. As a result, I feel impact of Tik Tok’s ban would perhaps be lesser on brands and more on the content creators who were using Tik Tok only. I am sure there would be disruption in the market. But there is no shortage of platforms in the market. So brands would increasingly turn to them for achieving their reach and richness reach objectives for similar audiences. In the same way, the influencers will be able to create new identities on other platforms so long they are talented and can make a mark with their unique content. Moreover, this will create new opportunities for emerging Indian platforms. This, in turn, will attract more investment in new platforms and the overall quality of content and thereby consumer experience would improve.

  • The ad is about Indians who reside away from home and crave wholesome homemade Indian food

    Bikano offers ‘Maa ka Pyar, Maa ka Dulaar’ in new TVC

    By Our Staff

     

    Bikano, the snack and packaged food manufacturing company, has launched a new TVC about Indians who reside away from home and crave wholesome homemade Indian food.

     

    Said Manish Aggarwal, Director, Bikano, Bikanervala Foods Pvt Ltd: “For Indians, Maa ke haath ka khana is always the best, no matter where we go. And on all special occasions, all that we want is to taste that wholesome goodness of homemade Indian fare. Since that’s not easy for people living abroad, Bikano has decided to bring to them ‘Maa ka Pyaar, Ma ka Dulaar’ wrapped in frozen packs of Bikano Punjabi Samosa, Bikano Shahi Paneer, Bikano Garlic Tandoori Naan and Bikano Paneer Pakoda. All they have to do is warm or fry them, as required, and suddenly the aromas wafting from your dining table will remind you of your mother’s kitchen no matter where you may live. We are glad that with this new TVC we have been able to touch the hearts of several Indians living far away from their mothers and hope they now know that they can count on Bikano’s frozen food range to satiate the craving for quality homemade Indian food.”

     

  • Campaign executed by Connect OOH

    AC launches a multi-city campaign across South

    By Our Staff

     

    Johnson Controls- Hitachi Air conditioning India Ltd. has launched a multi-city OOH campaign across South India at the beginning of summer season. The campaign has been executed by Connect OOH in formats like hoardings, BQS, unipoles, etc at vantage points across the cities of Tamil Nadu, Kerala, Karnataka, Telangana and Andhra Pradesh

     

    Said Nilesh Shah, Sr. Vice President, Marketing & Business Planning, Johnson Controls- Hitachi Air Conditioning India Ltd.: “We are very excited to launch  Hitachi AC campaign with innovative and smart features that can cater to the need of customers from having fresh air with our innovative FrostWash technology to a smart wi-fi enabled airCloud Home. With our unique “air Technology”, Hitachi’s Inverter split air conditioner can provide silent, odour- free, clean, fresh & surround air and thus offers most convenient and comfortable environment to our customers.”

     

    Added Anjum Tanwar, Executive Vice President and National Head, Connect OOH: “This campaign suggests the consumer first approach taken by Hitachi and it can be intelligently delivered on traditional outdoor properties when combined with the right operational expertise”.

     

  • To grab travel deals and offers including hotel vouchers

    Goibibo rolls out new campaign

    By Our Staff

     

    Goibibo, the online travel booking brand, has unveiled a new campaign Full Vasool League. the campaign will help viewers ‘monetize moments of not-watching ads’ with travel deals and offers. To kick start the campaign, the company has partnered with some of the leading cricket platforms.

     

    Speaking on the occasion, Sunil Suresh, Group CMO of Goibibo, said: “Commercials are lifeline for a marketer including myself.  Having said that, we wanted to take a contrarian view with a quirky activation and engage with the youth. We are confident that our audience will love to play while they sit idle during commercial breaks.”

     

  • Launches 'Idhu Namma campaign'

    Brooke Bond 3 Roses collaborates with CSK for new TVC

    By Our Staff

     

    Brooke Bond 3 Roses tea brand launched its new TVC Idhu Namma Tea(m), where it has partnered with the IPL team ‘Chennai Super Kings’ for its 15th edition. The campaign highlights the message of ‘Idhu Namma Tea, Idhu Namma Team’ (It’s our Tea, It’s our Team) to connect with the audience by accepting and trusting the new members of CSK.

     

    Said Shiva Krishnamurthy, Vice President, Tea & Foods (HUL): “Brooke Bond 3 Roses is South India’s most loved tea brand and an icon of Tamil Nadu. Being Tamil Nadu’s favourite tea, we are happy to partner with Tamil Nadu’s favourite tea(m), Chennai Super Kings, during this year’s IPL. Our Idhu Namma tea(m) campaign celebrates Tamilians’ love for 3 Roses tea and for CSK with lots of warmth and affection.”

     

    Added Ajay Mehta, Senior Vice President, Mindshare: “With the IPL season, we took this golden opportunity to associate with Chennai Super Kings, a team that unifies entire Tamil Nadu and resonates well with the brand’s philosophy of togetherness. The films capture this in a light-hearted manner and that too over a cup of tea.”

     

     

  • "But for TOI to try and compare itself to Twitter while pushing for its own credibility is a laugh," writes Ranjona Banerji

    Ranjona Banerji: Twitter, Musk and TOI: who do you believe?

    By Ranjona Banerji

     

    Ranjona BanerjiThe deal between Twitter and Elon Musk hangs in the balance. The controversial billionaire and the social media site appear to be involved in some complicated quadrille, where it’s all two steps forward six steps back and there’s someone treading on someone’s tail.

     

    It started with Twitter objecting and coming up with a “poison pill” strategy to halt the buyout.

     

    That did not work.

     

    Then Twitter co-founder Jack Dorsey who has stepped out a while ago jumped back in to applaud Musk’s offer to buy Twitter. But the offer itself appears to be full of contradictions, not least because of Musk’s attempts to organise or disorganise his own funding plans. Tesla stocks took a drubbing. Questions were raised whether Musk can afford the $44 billion needed to buy Twitter without jeopardising his other business interests.

     

    And far more seriously for the social media site, Musk’s views on free speech and expression appear to verge on the side of right-wing fascism. He has expressed his desire for Donald Trump’s account to be taken out of suspension. Even though it was Dorsey himself who decided to suspend Trump for spreading misinformation, Dorsey has now said that he made a mistake. A giant question mark hangs over what the old owner and the putative new owner actually feel about purveyors of fake news.

    https://www.moneycontrol.com/news/world/elon-musks-twitter-deal-proceeding-not-on-hold-executives-tell-staff-8542711.html

    While Musk tries to sort out his money matters, he has taken up Twitter’s problems with bots, spam and fake accounts. And used that as a handle with which to renegotiate his deal. As well as used childish emojis in response to Twitter CEO Parag Agarwal’s long Twitter thread on how they deal with fake accounts and bots.

     

    Into this intriguing mess jumps the Times of India.

     

    The Grand Old Lady of Bori Bunder has also seen a loss in reputation, not least in the past few years because of its obnoxious TV channel Times Now but also because the opinions in its newspaper tend towards the same rightwing fascism that Musk appears to support.

     

    But rather than discuss its awful hate-filled TV channel, TOI has used its newspaper to put forward the notion that people trust newspapers over social media.

     

    One can understand TOI’s issue here. Print is a losing medium. Paper is not going to last long given the way subscriptions are falling. As we get more digitised, print is on its way out as it is world over. Most Indian newspapers have not managed to conquer the digital space.

    https://www.outlookindia.com/website/story/opinion-future-of-news-what-may-save-flailing-print-journalism-in-digital-age/355897

    India’s most credible news sites are independent digital platforms, followed by print and TV at the absolute bottom. I do not count propaganda sites here.

     

    The Times of India’s edit pages are the absolute worst of most newspapers. Its own editorials are mealymouthed and cowardly when they take on the government. I should rewrite that to “if” they take on the government. And that the venerable Times of India edit page can carry opinion pieces by Rahul Shivshankar whose speciality is Islamophobia and the spread of hatred against minorities, then idea of “media credibility” gets turned totally on its head.

     

    It was Bennett Coleman which invented media travesties like Medianet and “private treaties” or “ads for equity”. Some of these dangerous – to media independence and news dependability – have been copied by other media houses as well.

     

    All this has only chipped away at media credibility. That means that even if people trust newspapers, they are actually being fooled. If naïve people think that “advertorials” are media lies, then they have no clue at how easily they are manipulated.

     

    However, much as many people oppose the Times of India in general, I still find its local reporting comprehensive and reliable – depending of course on the space allowed by the all-powerful advertising department.

     

    But for TOI to try and compare itself to Twitter while pushing for its own credibility is a laugh.

     

    Especially when it does not mention its own policies to undermine media credibility by selling news space for money as well as the toxic hatred spread by its TV channel Times Now.

    https://timesofindia.indiatimes.com/india/in-print-we-trust-heres-why-newspapers-score-over-social-media/articleshow/91607899.cms

     

    For entertainment, since this article mentions Reuters, do read this on the TOI-Reuters deal that fell apart:

    https://www.newslaundry.com/2021/07/09/how-the-closely-held-times-group-is-caught-in-a-whirlwind

     

    The battle over digital space is to do with free news and availability which media owners think they can win. Paywalls only keep people out, which they will realise sooner or later when their influence shrinks even further. Meanwhile, people will find somewhere to spread their news, views and lies. Right now, they’ve even using The Times of India to do that!

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia every Tuesday and Friday. Her views here are personal

     

  • Meta, maata… a forced play on words indeed. But, it's a Friday, and we're allowed to loosen up sometimes. Here's Dr Bhaskar Das in the May 20 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Is Meta going to be the Maata for all of us in A&M? Since you’ve embraced the ‘verse, any advice to lesser evolved folks on the concept and applicability?

    Bhaskar DasMeta, maata… a forced play on words indeed. But, it’s a Friday, and we’re allowed to loosen up sometimes. Here’s Dr Bhaskar Das in the May 20 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Is Meta going to be the Maata (as in mother) for all of us in A&M? Since you’ve embraced the ‘verse, any advice to lesser evolved folks on how they can get to speed on the concept and applicability? Can a marketer afford to say No to Meta?

     

    A. You have been at your best by using a ‘pun’ to drive home a directionally probable future trend. I am also trying to learn the new protocols of the future ie Web3. It is quite possible that Meta (mata)verse would be a harbinger of change in the way marketers market their offerings. In the same way, even consumers would like to experience the way they buy their preferred brands.

     

    These are early stages of the evolution of Metaverse. I am sure more possibilities would emerge as technology improves and as consumer culture changes. Now, the jury may be out whether this trend would deliver poetic justice (verse) to legacy mindsets/ organisations  or not. That would be an interesting space to watch out for.

     

  • While at an overall level, TV has managed to hold its place under the sun, not all television genres have managed this equally, writes Shailesh Kapoor

    Genre by Genre… Tumbling of the Telly

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorWhere is linear television headed, one is often asked these days. Television remains the biggest traditional media by far. While print has suffered irrevocable damage during the pandemic, television has managed to hold on much better. TV’s ability to bring families together every night as a ritual has meant that it continues to stay relevant in an evolving India that’s embracing technology faster than ever before.

     

    But that’s only half the story. While television, at an overall level, has managed to hold its place under the sun, not all television genres have managed this equally. One after the other, television genres have fallen by the wayside over the last few years. The New Tariff Order (NTO) sounded the death knell for English entertainment channels, where streaming offers far superior content, in both variety and quality. Music channels have struggled, with the rise of digital options, ranging from YouTube to music streaming apps. The infotainment genre is no longer what it used to be, having borne the combined brunt of NTO and the streaming surge.

     

    These are ‘niche’ genres, one could argue. But the more ‘mass’ genres have not done too well either. Movie channels have lost ratings. The Hindi Movies category is clocking almost 50% lower ratings when compared to the pre-NTO period. Kids channels have not grown. IPL’s TV ratings are down by more than 20% this year, with more sports viewership shifting to digital with each passing year.

     

    That leaves us with News and GEC. The former is a strange beast. The category operated without ratings for more than a year, and managed to stay afloat, but with content that’s highly questionable when seen through the lens of responsible journalism. The ratings are back, and news channels continue to be notorious, propping up communal stories while ignoring the more purposeful ones, like those related to economic matters. Watching TV news is a habit for older (30+) men in India. But this habit is no longer perceived as an ‘intellectual’ one.

     

    That leaves us with mass general entertainment, the only TV category that has remained unaffected, at least relative to others, by NTO and streaming. Despite no real content innovation, GECs continue to serve the lowest common denominator well, and the bigger channels have managed to hold on to their viewership levels, with drops in the range of 20-30%. In the rural market, free-to-air GECs have prospered over the last few years, running largely on content handed down by the pay channels in the network.

     

    Hence, slowly but surely, a category is losing its layers. Genre by genre, the pieces have been broken, and television is no longer the throbbing, multi-genre medium it once was proud to be. While the rise of digital entertainment has been an evident factor, excessive interference by an over-enthusiastic regulatory body has been a significant factor too.

     

    Where does Indian television go from here? It’s difficult to say. The grand institution called the Indian family will ensure it stays relevant. But not necessarily in a form that we would have liked it to take in a progressive India.

     

  • Although Taboola is often considered adversely impacting the user experience, it offers much-need advertising dollars to publishers, and guess that’s what matters

    Topics that kept readers engaged in April 2022: Taboola

    By Our Staff

     

    Taboola, the recommendations engine for the open web, has released the readership insights for the month of April, 2022. Although Taboola is often considered adversely impacting the user experience, it offers much-need advertising dollars to publishers, and guess that’s what matters.

     

    Here are some of the key insights revealed from the readership trends released:

     

    1. The threat of new Covid Wave

    The rising cases of coronavirus in the subcontinent alerted the readers as Taboola Newsroom saw a 65% surge in readership to 23MN pageviews peaking in mid-April. As Delhi and NCR region reported maximum cases, article headlines mentioning Delhi and COVID also peaked by 137%.

     

    2. India’s love for cricket

    Nothing causes a stronger buzz in India as much as cricket does. The new season of IPL caused an 877% surge in the readership by drawing a traffic of 14MN pageviews over the last 45 days. As people searched to gather updates about their favorite teams and players, Chennai Super Kings gained a lot of traffic during the season since the start of March while Gujarat Titans and Punjab Kings saw a surge from mid-April.

     

    3. Celebrating celebrity unions

    The celebrity wedding of Alia Bhatt and Ranbir Kapoor caused much anticipation in the country. According to Taboola Newsroom, Alia Bhatt and Ranbir Kapoor drove 24MN (350%) and 15MN (1,831%) pageviews since early April respectively.  The couple tied the knot on 14 April 2022 and continue to drive readership in the entertainment segment as the country is geared up to know more about the newlyweds.

     

  • Brand safety violations also decreased for the 2nd year in a row, notes the report

    As Ad Dollars Move to Connected TV, Fraud Schemes Spike 70% Globally: DoubleVerify report

    By Our Staff

     

    DoubleVerify, a software platform for digital media measurement, data, and analytics, released its 2022 Global Insights Report, analysing media quality and performance trends from more than one trillion impressions delivered across over 2,100 brands in 80 markets. This fifth-year anniversary report explores how far the industry has come since 2017.

     

    “The good news is that verification is working,” said Mark Zagorski, CEO, DoubleVerify. “DV’s first-ever Global Insights Report, published in 2017, reported display viewable rates at 52% and video viewable rates at 59%. Now, they are near or above 70%. Additionally, we saw brand safety violations decrease for the second year in a row, while the number of fraud schemes we were able to protect our clients from increased.  Based on our stats, it is clear that verification technology is making the internet stronger, safer, and more secure.”

     

    The report provides a market-by-market analysis for North America, LATAM, EMEA and APAC across video and display impressions measured year-over-year (YoY) from January-December 2021, including desktop and mobile web, mobile app, and connected TV (CTV).

     

    For APAC/India specifically, key findings include:

    (Country-specific statistics can be found in the full 2022 Global Insights Report)

     

    • APAC has the lowest post-bid fraud rate (1%). This does not mean that fraud is not present in APAC, just that pre-bid controls are likely eliminating fraud before it can be processed for post-bid blocking or monitoring.

    • India: Ad fraud rates in India decrease by 5% YoY and are now at 0.5%.

     

    • Substantial improvements in brand suitability and viewability over the past year as the growing impact of their commitment to quality and media verification was realized. APAC is closely trailing North America in this aspect.

    » Brand suitability violations in the region declined by 31% Y-o-Y and are now at 6.9%.

    » India: Brand suitability violations in India declined by 38% Y-o-Y and are now at 6.5%.

    » APAC achieved this drop in violations after the top advertisers in the region cleaned up their keyword lists and began using Authentic Brand Suitability targeting

     

    • Large brands in the region also focused heavily on viewability and it paid off; with a 17% increase in video viewability in the region.

    » APAC has the highest video viewability, with room for improvement for display viewability (which is five percentage points away from the IAB recommended threshold of 70%)

     

    • DV monitors relatively more ads on mobile apps in APAC compared to other regions.

    » When compared against desktop, mobile app, and mobile web, the app’s display and video viewable rate ranked the highest (72.5% and 77.4% respectively), with brand suitability violation rate ranking the lowest (4.4%).

    Added Jordan Khoo, Managing Director, DoubleVerify APAC:  “The APAC region has made great strides in reducing post-bid fraud and substantial improvements in both brand suitability and viewability in the last year. This highlights the impact created by our commitment to quality and media verification in the region.”

     

    Said Nachiket Deole, Head of Sales – India, DoubleVerify: “Over the last few years, the issues of viewability, ad fraud, and brand safety have only grown more complex in India’s digital advertising ecosystem. However, marketers and advertisers today are more informed and demand accountability. They understand the underlying challenges and look at all components of digital media quality when evaluating their digital buys. Hence, the growing adoption of ad verification is no longer at a nascent stage in India, and the GIR 2022 highlights the same. As digital ad spending grows here in the country, the advertising ecosystem will have to come together to build a secure and transparent environment and ensure media quality across channels.” He further added.

     

    For the full 2022 Global Insights Report, visit: https://doubleverify.com/2022-global-insights-report/